Fragrance and personal care
October 25, 2018
Consumers are able to discover beauty products more easily online. Image credit: Lancôme
By Sarah Jones
While a significant portion of the customer journey in the beauty category has migrated to digital channels, the bricks-and-mortar environment remains key for both exploration and conversion, with 65 percent of discovery happening in store.
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","iv":"cb7f4d2ec8a3900d0967780fb58f0b1b","s":"004b63e391b2167f"}
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